Most marketers truly struggle to get traffic. There are numerous ways to increase those numbers, but B2B content syndication stands out because they are quite economical, aid in building brand awareness, and enhances SEO performance.
Technically, content syndication is a process of republishing your existing content on diverse third-party websites to attract readers and, in turn, prospects. So, Syndicated content has the power to increase lead generation and drive targeted traffic to your website as it can reach a larger audience, thanks to efficient B2B content syndication!
Content syndication is the process of distributing content from one website or source to multiple other websites, platforms, or media channels. It typically involves resharing articles, blog posts, videos, podcasts, or other types of content that have been originally published on a website or platform on other sites or channels.
B2B Content syndication can be done through various means, including RSS feeds, social media sharing, email newsletters, content partnerships, and content networks. The goal of content syndication is to increase the reach and visibility of the original content, drive traffic back to the source website, and build brand awareness and authority.
Content syndication can benefit both the content creator and the publishers who distribute the content. Content creators can increase their reach and exposure, generate new leads and traffic, and improve their search engine rankings. Publishers, on the other hand, can add value to their own websites by providing high-quality content to their audience, improving their SEO, and attracting new visitors.
Content syndication solutions are a great way to take your content to the next level. Let’s paint the picture of content syndication more clearly by comparing it with content repurposing and guest blogging.
A. Content Syndication Vs. Content Repurposing
Content repurposing is different than content syndication, and it will be helpful only when we need to rewrite or repurpose content for different audiences.
If an article is well-written on “The Internet of Things” and contains technical words and case studies, it will interest technology enthusiasts or industry researchers.
But it might not be that interesting or relevant for new learners or beginners in the industry. So, repurposing the whole article with less jargon and easy language will attract new learners.
So, B2B syndicated content is a broader, more mature, and widely acceptable marketing technique than repurposing content. Because we really can’t ask Chuck Lorre to rewrite The Big Bang Theory again when it’s already a hit.
B. Guest blog Vs. Content Syndication
|Guest Blog||Content Syndication in B2B|
|A guest blog is nothing but a new and fresh piece of content.||Content syndication means republishing a previously written piece of content.|
|Guest Blog is written primarily for one publication or one platform.||Content syndication uses approx. 4 to 5 platforms to publish.|
|There is no particular mention of any source in a guest blog.||There is a mention of the original source from where the content is syndicated.|
Content syndication is typically republishing your content to other sites, increasing the reach of your content as it is introduced to newer audiences. It not only drives traffic to your site but also increases your online presence.
Or, we can say, content syndication directs your content to different platforms and notifies those who are interested in buying your product or services.
Here’s an example to understand content syndication in B2B marketing:
Let’s say you’re a B2B software company that produces a variety of educational content, including blog posts, whitepapers, and case studies. But you don’t get the desired traffic and you want to increase your reach and generate more leads.
You identify a few industry-specific websites that publish content related to your niche and reach out to the editors to propose a content syndication partnership. You offer to provide them with high-quality content that they can publish on their website, with a link back to your own website.
The editors agree, and you start syndicating your content on their website. The outcome is that your brand awareness increases and it generates more leads for your business
Phillipe Ruttens, a B2B marketing consultant, says, “If the content is a king, then context is queen, and engagement is a kingdom.”
To attract more and more kingdoms to establish more engagement, we should heavily focus on popular content activities, and Content syndication is one such activity.
A) As per eMarketer’s 2021 report, generating more leads is a priority of 79% of marketers worldwide,
- Attracting more traffic to the website for 75%
- Improving brand reputation by 57%
- Enhancing customer engagement and loyalty by 47%
B) As per the state of Content Marketing 2023 global report conducted by SEMRUSH:
- 77% of content marketers measure their overall content performance in their company
- 70% of marketers measure the content marketing ROI in their company
C) Regarding content syndication, according to SalesBox, 65% of B2B marketers use content syndication as their prime lead generation tactic.
These figures are telling that content syndication is inevitable to attract more traffic, customer engagement, brand reputation, and finally to grow your ROI.
There are mainly two types of content, the first is to improve lead generation, and the other is to improve SEO ranking. For content syndication, we’ll focus more on the specific B2B content to improve B2B lead generation.
|Content to improve lead generation||Content to improve SEO rankings|
|Original research||Non-gated PDF|
|Newsletter content||Website Video|
In content syndication, the creator gets backlinks, publicity, and exposure to their website. On the other hand, third-party websites get relevant and quality content. In this way, both the creator and third-party website get benefitted.
Syndication of content might look easy, but it has to be done in a certain way to be successful. There is a need for effective methods and proper planning to execute content syndication. Here are seven simple steps to give you an idea of how content syndication is done.
Step 1: Create link-worthy content.
Step 2: Use appropriate techniques like the “rel=canonical” tag and meta no-index tag to avoid Spamming.
Step 3: Connect to publishers having related large Syndication Networks.
Step 4: Promote your content with non-competitors.
Step 5: Use Social Media Platforms extensively.
Step 6: Track your content performance.
Step 7: Evaluate and try to improve.
1) Create link-worthy content.
Creating content is not as easy as we think. We must focus on the content’s quality, research, relevance, and authority. While syndicating the content, we should be more careful as we share that content with giant publishers and many websites. Make sure the content satisfies the below conditions:
- It should be satisfactory for B2B syndication platforms
- It should meet the reader’s needs
- It should fulfill your goal
2) Use appropriate techniques to avoid spamming.
To convince the search engine that the content is not plagiarized, content syndication expects some techniques to follow:
- rel=canonical tag should be used in the syndicated content webpage’s URL. It will direct search engines that the page it is crawling is syndicated. It eliminates the confusion between plagiarized content and syndicated content.
- Meta noindex tag works precisely like the rel=canonical tag except that it eliminates syndicated pages from indexing. Using this, you can ask a search engine not to index your syndicated page. It eliminates the chances of syndicating content competing with your original content.
- By regular backlinking, the original post is backlinked from the syndicated post and authorizes only a snippet of your post to be syndicated. As a result, readers of the syndicated blog click on the given link to access the whole blog post.
Also Read: The Ultimate Guide to B2B Marketing Planning
3) Make connections with giant publishers having wide syndication networks.
- Try to identify the publishing websites that have traffic from your target audience. Syndicating on a correct platform is again very significant.
- Finding and partnering with a platform having a larger potential audience than yours will benefit you in developing your brand reputation.
4) Promote your content with non-competitors.
Working with non-competitor organizations having a similar audience base to syndicate your content can be a successful method. It is like posting each other’s posts on each other’s websites.
E.g.: Suppose that Company A offers a marketing automation software solution for B2B businesses. Company A has educational content blogs on topics like lead generation, email marketing, and social media advertising.
To promote its content through non-competitor sites, Company A could reach out to industry associations, trade publications, and complementary service providers that also cater to B2B marketers.
5) Use social media extensively.
In your B2B content syndication campaign, you can make wise use of social media to share your content with a large audience. It’s a practical, simple, and free way for an enterprise to share its content.
LinkedIn publishes your content to its extensive contacts, where you get likes, comments, and many potential connections. The condition is to keep your content attractive, engaging, and readable.
6) Track your content performance.
Optimizing the website and properly examining the series below is of utmost importance.
Engagement rate→ Qualification rate→ Conversion rate→ Potential customers
7) Make necessary improvements.
ROI is a natural metric while measuring the success of the campaigns—the same case with content syndication. Regularly tracking, experimenting, and adding efforts will benefit you in your campaign.
In conclusion, content syndication is a powerful marketing strategy of B2B Demand generation solutions that help companies increase their reach and engagement with their target audience. So, companies can benefit from increased brand awareness, improved search engine rankings, and more inbound traffic to their website.